Meta has announced that its artificial intelligence assistant Muse has surpassed 10 million users, with shopping emerging as one of its leading activities, highlighting the company's growing focus on agentic AI and digital commerce.
The milestone was disclosed during Meta's third-quarter earnings call on October 21, 2026, confirming earlier estimates from market intelligence firm Sensor Tower.
Meta CEO Mark Zuckerberg said approximately 25% of users who set up Muse now engage with the application daily, indicating early signs of repeat usage.
Shopping has become a significant activity on the platform. According to Zuckerberg, more than a quarter of engaged Muse users who shop through the AI agent have an average purchase value exceeding $200.
The company uses financial technology provider Plaid's connector to support agentic shopping, allowing the assistant to interact with financial services as part of the purchasing process.
Zuckerberg said Plaid had observed unusually high activity through its integration with Muse compared with other services.
Beyond commerce, users are turning to Muse for productivity-related activities, including connecting the assistant to email accounts and calendars.
Meta has introduced a security feature called Muse Secure VM, designed to protect user information while the AI agent performs tasks. The company is also developing Muse Confidential VM, which Zuckerberg said would prevent Meta itself from accessing users' content.
Following the adoption milestone, Meta plans to concentrate on expanding Muse's user base, developing revenue streams and reducing the computing costs associated with operating the platform.
The company intends to keep Muse free for most users while generating revenue through a share of transactions completed using the service.
Additional charges are expected for users seeking access to more advanced AI models or higher usage limits.
Zuckerberg indicated that Meta expects Muse to eventually generate more annual revenue per user than its existing family of applications, which includes Facebook, Instagram, WhatsApp and Messenger.
However, the company acknowledged that operating Muse currently requires substantial computing resources. Meta expects to improve the platform's cost efficiency by more than tenfold over the next year.
The company is also developing infrastructure intended to support more than one billion users over the coming years.
Muse is expected to play a role in Meta's smart glasses strategy, connecting its AI capabilities with the company's broader hardware ambitions.
Zuckerberg additionally outlined plans for a future Muse network, through which individual AI assistants could communicate with those belonging to friends, family members and businesses.
Such interactions could eventually allow customers' AI agents to communicate directly with businesses' agents rather than requiring users to navigate conventional websites.
The developments reflect Meta's efforts to establish Muse as a platform for AI-assisted shopping, productivity and customer interactions, with commerce forming an important part of its proposed revenue model.
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